instagram content towards customers’ purchase intention

Instagram Content Towards Customers’ PurchaseIntention for Start-up Culinary Company

Oktaviani Br Sagala, Evy Rachmawati CHSchool of Business and Management

Institut Teknologi BandungBandung, Indonesia

[email protected], [email protected]

Abstract — Instagram is one of most popular social mediaplatform used around the world. As one of marketingcommunication channel, Instagram becomes important tocompany because its existence to communicate company’sproduct to customers. Kisse Cookies Sehat as a start-upculinary company focused in healthy cookies product alsoplan to maximize its performance by communicating itsproduct in online, which is use Instagram. To optimize theInstagram marketing, the company must be able to createcontents and drive the customer to share the company’scontent through their social networks. The aim of thisresearch is to determine the suitable content of Instagramfor star-up companies that will affect the customerspurchase intention. The methods used in this research arecollecting data from questionnaire that distributed toInstagram user, and analyzing using multiple regressions.Furthermore, the analysis found that the most influencingInstagram content toward customer purchase intention isRepost. Repost as content based on customer preferencesmust become consideration for start-up owner to improveits Instagram performance.

Keywords : Social media content; Instagram content; PurchaseIntention.

I. INTRODUCTION

Social media becomes one of most popular media platformused around the world. The definition of social media itself is agroup of internet-based applications that allowed the creationsand exchange of user generated content and build onideological and Web 2.0 of technological foundations [1]. Asone of marketing communication channel, social mediabecome important to company because its existence tocommunicate company’s products to customers in order toattract customers.

Based on market survey, showed that the most popularsocial media used by SMB’s are Facebook, Twitter, andLinkedIn [2]. But, the trend is changes when Instagram anapplication that enables people sharing photo and video comingup to the society. The users of Instagram nowadays are 300million users, which is higher 16 million users compared withTwitter that has 284 million users [3]. This is reasonablebecause in culinary industry, there are many companies already

using Instagram to communicate its product. Some of thebrands are Soyjoy, Fitbar from Kalbe, Oatbits, andHellosunshine.

This phenomenon makes Kisse Cookies Sehat as a start-upculinary company focused in cookies product also plan tomaximize its performance by communicating its product usingInstagram. In this time, the company already used Instagram.But the performance of the social media not strong enough toattract the customers, it is proven by the number of people thatfollowed, likes, and shares our Instagram post is still small. It’saffected the conversion to customers purchase intention are lowtoo. Besides that, the company has many competitors that makecustomers have many alternatives to fulfill their needs. Thiscondition makes company strongly want to maximize theperformance of its Instagram.

Furthermore, the visual content nowadays is the most partpeople clicked and viewed [4]. From e-WOM (Electronic Wordof Mouth), message in e-WOM is the key the successful of e-WOM to affect customer purchase decision. The message iscontent for e-WOM [5]. So, the company needs to define clearlythe content for its Instagram that affected customer purchaseintention. By knowing the Instagram content will helpcompany to make strategy that can be implement to increasingthe customer purchase intention towards company’s Instagramcontent.

II. LITERATUE REVIEW

A. Instagram Needs Content

Instagram is an application for sharing photo and videowith other users. The application enables people to uploadphoto that existed in their phone or taken photo directly byusing Instagram camera and then published it. Instagram is avisual content sharing network for mainly mobile devices,focused on taking and sharing of photos with friends, and freeto use [6]. The targeted area of Instagram is wide because linkedto Facebook and Twitter.

Content is the basic of the Instagram presences, whichprovided attractive content with consistent basis [7]. Companymust be able to set a content calendar that included the date andcampaign that will launch on post. The content calendar shouldbe flexible because sometimes the best content is the post that

1st Global Conference on Business, Management and Entreupreuneurship (GCBME-16 )Advances in Economics, Business and Management Research, volume 15

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taken spontaneously. Flexible means that the schedule is readywith the content, so anytime needed the content can be postedto get social network intention. Content can be user-generatedcontent by using hashtag. Alicia stated that by organize thecompany’s fans photo that used company product willincreased the engagement rate of the audience. Still, thecompany also must be able to develop content guideline forcompany’s team. The guidelines are the style, publishing, andworkflow. The style is consisting of brand aesthetic,composition which is the background, white space balance,dominant color(s), and subject that showed on photo, usingfilter, lux and creative tools to enhance the photo, usinghashtag, add to map photo, tag people, social sharing, uselandscape. Besides that, the company also needs to createcontent about team member and their roles, also optimizecompany’s bio and link.

Instagram profile will always the number one customersseeks before searching on the company’s website, especiallyfor social media natives. Instagram assumed to gives moreinfo, tell more about the product and the company, andanswered what people expected today, which is the practical [8].Research found that content is important for Instagram.

B. Content Toward Customer Purchase Intention

The customer purchase are consists of need recognition,information search, evaluation of alternatives, purchasedecision, and post purchase behavior [9]. The first stage is needrecognition when customer has problem or need that needed tosolved or fulfilled. The second stage is information search, inorder to fulfill their needs customer searching for informationabout solution they needed. The information sources can befrom personal sources; such as family, friends, neighbors, andacquaintances, commercial sources; such as advertising,salespeople, dealer website, and packaging, and display, publicsources; such as mass media, consumer rating organization,and Internet searches, also from experiential sources; such ashandling, examining, and using product [9]. Instagram as one ofcommercial sources will be one of solution for customer tosearch information that they needed. A good content ofInstagram will serve good impression to customer. Next, theevaluation of alternatives will evaluate the information they gotto come up with best choice. Sometimes the buying decisionmade not by customer itself but because of its friend’srecommendation, online reviews, or salespeople [9]. So, it ispossible for company to influence customer by serve contentlike brand ambassador, customers testimony, etc. that mighthave affected their purchase intention to bought products. Thefourth stage is purchase decision where customer already chosetheir best solution. And the last stage is the post-purchasebehavior when the customer makes respond about the productthey’ve chose. This stage is called as condition when therelation between customer’s expectation and product’sperceived value are showed [9].

Further, the customer purchase behavior is influenced bybuyer’s characteristic which is the cultural, social, personal,and psychological characteristics [9]. Content that applied onInstagram are suits to customer social characteristics which iscustomer use their social networks as references to creatingpurchase decision. Then, word of mouth and buzz marketing;

and online social networks are influenced customer purchasedbehavior. The buzz marketing is kind of marketing thatinvolved brand ambassador as opinion leader to customer. Theopinion leaders will influence its follower to use same productwith them [9]. And the opinion leader itself, just like brandambassador is a part of content. This proved that contentaffecting customer purchase intention.

III. RESEARCH METHODOLOGY

To obtain the aim of this research, the research will haveconducted using quantitative research method. This researchanalyzes the suitable content of Instagram for culinary start-upcompany that affecting customer purchase intention. Theindependent variable of this research is content factor (X)consists of bio, product’s visual, endorsement, caption onphoto, hashtag, repost, and testimony. Otherwise the dependentvariable is customer purchase intention.

A. Research Design

To complete the research, the researcher followed severalsteps that lead to find out the solution to the problemidentification. Here is the step in doing the research.

Fig. 1. Research Design

B. Dependent and Independent Varaible

The dependent variable responds to the independentvariable; it is called dependent because it “depends” on theindependent variable. In this research, the dependent variableused is the customer purchase intention toward Instagramcontent. The independent variable is Bio, Product’s Visual,Endorsement, Caption on Photo, Hashtag, and Repost. Theindependent variable is also derived into several factors thatlead to suitable content Instagram. The detail content of eachvariable used in this study is as below:

1) Bio’s VisualX1: Put company brandX2: Put company taglineX3: Put company contactX4: Put company website

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2) Product’s VisualX5: Subject on photoX6: Background photoX7: Dominant color usedX8: White space balance on photo

3) EndorsementX9: Endorsing actress/actorsX10: Endorsing food bloggersX11: Endorsing chefX12: Endorsing nutrition expert

4) Caption on PhotoX13: Explained the subject of the photoX14: Give information about the productX15: Story telling about the process behind the photoX16: Give customer’s testimony5) HastagX17: Hashtag for productX18: Hashtag for related productX19: Hashtag for event followed by the companyX20: Hashtag to people that endorsed

6) RepostX21: Repost endorsement photos of company’s productX22: Repost endorsement activity postX23: Repost healthy food postX24: Repost health information post

C. Data Collection

The research technique used in this study is a samplesurvey by spreading a questionnaire. Respondents weresurveyed using a structured questionnaire to measured contentfactors which were classified as bio, product’s visual,endorsement, caption on photo, hashtag, and repost. Theresearch used scale that constructed with five-point Likert typestatement in which respondents were asked to indicate theirlevel of agreement for the statement provided. The levelagreement is 1 for strongly agree to 5 for the strongly disagree.The method used in this research is online survey by spreadingquestionnaire in online that simplify the researcher get the dataand also simplify people to fill the questionnaire.

D. Population and Sample

In this study, the population targeted is college student thatusing Instagram in their daily life. The sample is comprised of140 respondents. It is because the number of sample must beat least 5 times the number of variables [10]. The samplingtechnique used is random sampling method. Based on theobjective and the variable stated above, this research iscategorized as a descriptive research. This research testshypothesis of the Instagram content affecting the customerpurchase intention.

E. Stastical Analysis

To determine the important factors influencing customerpurchase intention on culinary product, the multipleregressions will apply in this study. Before analyzing data,data needs to exceed the Classic Assumption Test as therequirement for multiple regressions. The test consists oflinearity, normality, multicollinearity, autocorrelation, andheteroskedasticity test. The data assume have normaldistribution if the significant value is >0.05, the researcher useOne Sample Kolmogorov-Smirnov Test. The multicollinearityaccepted if the tolerance is >0.1 and the VIF is <10 it meansthat there is correlation between independent variable itself,

the researcher use Collinear Diagnostics. Otherwise, theheteroskedasticity fulfill if the significant value is >0.05means that the data proper to use to predict the independentand dependent variable. In this study, the researcher will useGlejser Test [11]. Further, the linearity will test using CompareMeans with Test for Linearity. The result accepted if thesignificant linearity is <0.05 [12]. It means that the regressionmodel can use to describe the effect of variables. Theautocorrelation will test use Run Test, the result accepted ifthe significant value is higher >0.05 [13]. It means that the datais non-autocorrelation, which means good.

The result leads to the customers preferences whether thevariable affected their purchasing intention to the company’sproducts or not. To know the most influencing variable,researcher will calculate the total value from 1 to 5 of eachvariables factor and for analyzing the data then transform intointerval. Then, the result will indicate the influencing variableby doing 2 test which is, t-test and f-test.T-test or also called partial test is use to testing the relationbetween each independent variable and dependent variable [12].The t-test will compare t-test value and t-table, if the t-testvalue > t-table and the significant values < significant levelmeans that the variable is significantly influencing purchaseintention. The f-test will indicate whether the independentvariables simultaneously influencing purchase intention. Thef-test is comparing f-test value with f-table, also significantvalue with significant level. The f-table is got by usingformula below [14]:

Df (n1) = k -1Df (n2) = n –k

If the f-test value > f-table, and the significant value <significant level means that the independent variablessimultaneously influencing purchase intention [12].

IV. DATA ANALYSIS AND FINDING

A. Demographic Informations of The Participants

TABLE I. DEMOGRAPHIC INFORMATIONS OF THE PARTICIPANTS

Demographic Factors RespondentNumber Percentage (%)

SexFemale 74 52.85714Male 66 47.14286Instagram UsersYes 140 100No 0 0Habit on using Instagram6.00 – 9.00 10 7.142857>9.00 – 12.00 9 6.428571>12.00 – 15.00 18 12.85714>15.00 – 18.00 13 9.285714>18.00 – 21.00 51 36.42857>21.00 – 24.00 33 23.57143>24.00 - <6.00 6 4.285714Following Instagram culinary accountYes 74 52.85714No 66 47.14286


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The respondents were almost equal between female (53%)and male (47%). All of respondents are Instagram users, itindicates that the result from the data fulfilled the criteria ofrespondent needed. Most of respondents using Instagram oftenin evening (>18.00 – 21.00) 36% and >21.00 – 24.00, 24%. Itindicates that evening is the best time for company to postphoto or video on their Instagram account. Then, more ofrespondent also following Instagram culinary account (53%)and the rest (47%) is not. It indicates that from amountrespondent, they already had attracted in Instagram culinaryaccount and had reason why they followed that account.

B. Validity and Reliability Test

Validity Test – All the indicators are valid. The requirement forvalidity test is pearson ≥ table of product moment. The value ofthe t-table of product moment for N=140 is 0.1654 with asignificance level of 0.1%.

The result for the validity test is shown below.

TABLE II. VALIDITY TEST RESULT

Variable Pearson ValidityBio X1 0.739 Valid

X2 0.718 ValidX3 0.770 ValidX4 0.759 Valid

Visual X5 0.668 ValidX6 0.824 ValidX7 0.807 ValidX8 0.810 Valid

Endorsement X9 0.789 ValidX10 0.780 ValidX11 0.803 ValidX12 0.712 Valid

Caption X13 0.871 ValidX14 0.855 ValidX15 0.778 ValidX16 0.770 Valid

Hashtag X17 0.847 ValidX18 0.855 ValidX19 0.847 ValidX20 0.816 Valid

Repost X21 0.856 ValidX22 0.841 ValidX23 0.851 ValidX24 0.774 Valid

CustomerPurchaseIntention

X25 0.701 Valid

X26 0.797 ValidX27 0.719 ValidX28 0.512 Valid

Reliability Test – The reliability test is needed to ensurethat the data will consistently measure what it is intended tomeasure over time. Scale of the reliability of the instrumentused in this research was also testing using SPSS 20.0. Alldependent variable are completely reliable, which meansconsidered to be good. The reliability test result of the datashown below.

TABLE III. RELIABILITY TEST RESULT

Variable Alpha Cronbach ReliabilityBio 0.735 ReliableVisual 0.784 ReliableEndorsement 0.773 ReliableCaption 0.832 ReliableHashtag 0.863 ReliableRepost 0.850 ReliableCustomer PurchaseIntention

0.620 Reliable

C. Finding

The result found that the significant linearity values for allindependent variables are <0.05 and the significant deviationfrom linearity are >0.05 means that all independent variablesare linear and can used for describe the effect of the variablesto dependent variables. From SPPS 20.0 got the result ofAssymp sig as 0.905 higher than significant level (0.05), itmeans that the data normally distribute. The values oftolerance for all independent variables are higher 0.10 and theVIF values are smaller 10. There’s no multicollinearityhappened between variable means that multicollinearity testaccepted. Using SPSS 20.0 found that the significant ofvariables are 0.90 higher than significance level 0.05, meansthe autocorrelation test fulfilled because there’s noautocorrelation between variables. The regression coefficientvalue had significant value >0.05 means that the variable inthis study is not experience heteroskedasticity.

All of the classis assumption test have done, the next stepis to analyze the result of the multiple linear regression.

TABLE IV. MODEL SUMMARY FIRST TRIAL

Model R R Square Adjusted RSquare

Std. Error ofthe Estimate

Durbin-Watson

1 .482a .232 .198 2.23742 1.684

Table shows that 23.2% of the variance in customerpurchase intention can be explained by the Bio, Product’sVisual, Endorsement, Captions, Hashtag, and Repost. Theother 76.8% are explained by other factors excludes the factorin this research.

F-testThe result of f-test is present in Table 5.8. The f-table used inthis research is 2.28 with 5% significance level. The f-testvalue from the independent variables is 13.188 > 2.28. Then,the significant value of the test is 0.00 < 0.05. It means that theBio, Products’ Visual, Endorsement, Captions, Hashtag, andRepost simultaneously have significant impact to customerpurchase intention.

TABLE V. ANNOVA TABLE FIRST TRIAL

Model Sum ofSquares

df MeanSquare

F Sig.

1Regression 201.474 6 33.579 6.708 .000b

Residual 665.806 133 5.006Total 867.279 139


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T-testThe result of regression showed the t-value and the

significant of the model show as in Figure 8. The t-table usedfor N=140 with significant level 5% is 1.97705 [11].

TABLE VI. COEFFICIENT TABLE FIRST TRIAL

Model UnstandardizedCoefficients

StandardizedCoefficients

T Sig.

B Std. Error Beta(Constant) 8.926 1.218 7.330 .000Bio .060 .078 .068 .769 .443Visual .147 .080 .163 1.838 .068Endorsement -.018 .079 -.021 -.229 .819Caption .157 .086 .184 1.820 .071Hashtag .037 .072 .048 .515 .607Repost .170 .076 .217 2.240 .027

Table shows that with significant level 5%, only Repost hassignificant effect toward customer purchase intention withsignificant 0.27. The result is with 10% significance level, fromall variables there are 3 contents that significantly influencingcustomer purchase intention, which is Product’s visual,Caption on photo, and Repost, with each significant values0.68, 0.71, and 0.27.

Second TrialThen, the second trial done for Product’s visual, Caption

on Photo, and Repost to know the most influencing variables.

TABLE VII. MODEL SUMMARY SECOND TRIAL

Model R R Square Adjusted RSquare

Std. Error of theEstimate

1 .475a .225 .208 2.22260a. Predictors: (Constant), Repost, Visual, Caption

Table above shows that 22.5% of the variance in customerpurchase intention can be explained by the Product’s Visual,Caption on photo, and Repost. The other 77.5% are explainedby other factors excludes the factor in this research.

F-Test

TABLE VIII. ANNOVA TABLE SECOND TRIAL

Model Sum ofSquares

Df MeanSquare

F Sig.

1Regression 195.449 3 65.150 13.188 .000b

Residual 671.831 136 4.940Total 867.279 139

a. Dependent Variable: Customer_Purchase_intentionb. Predictors: (Constant), Repost, Visual, Caption

The f-table used in this research is 2.28 with 5%significance level. The f-test value from the independentvariables is 13.188 > 2.28. Then, the significant value of thetest is 0.00 < 0.05. It means that the Bio, Products’ Visual,Endorsement, Captions, Hashtag, and Repost simultaneouslyhave significant impact to customer purchase intention.

T-Test

TABLE IX. COEFFICIENT TABLE SECOND TRIAL

Model UnstandardizedCoefficients

StandardizedCoefficients

t Sig.

B Std. Error Beta

1

(Constant) 9.423 1.026 9.181 .000Visual .147 .079 .163 1.853 .066Caption .178 .076 .210 2.354 .020Repost .192 .064 .244 2.979 .003

The result shows that the most influencing variable towardpurchase intention is repost with t-value 2.979 and significantvalue 0.003. As mentioned in literature review, buying decisionmade by customer itself but with recommendation of theirfriends, online reviews, or salespeople [9]. Repost includedrepost endorsement post of company’s product, endorsementactivity post, food post, and health information’s post wasgives customers review of product by online, which means givethem information about company’s product. Internet nowadaysallows Electronic Word of Mouth (eWOM) that givescustomers sources to get information about quality of productand service via online [15]. Repost as part of online review alsocan categorize as eWOM, which is in repost companies re-posting endorsement testimony about company’s product intheir Instagram account, which influencing customer intentionon buying company’s product.

However for the rest of Independent variables, whichare Bio’s, Endorsement, and Hashtag found to be insignificanttowards customer purchase intention. Bio is a content thatprovide identity which means part of branding. Bio easilyinterpret company mission by looking for their logo and profilepicture [16]. Endorsement is content with using endorser asbrand ambassador to communicate company’s product. Thepurpose of this content is to communicate that the endorserusing our product and posting that in their Instagram’s account.Hashtag is content with purpose to makes our product easilyaccess by using hashtag that will leads to post that has samehashtag. Overall, these contents are supposed to communicatecompany’s brand not to attract customer, different withproduct’s visual, caption, and repost that directly attractcustomer by product’s visual and its information in caption,also announce brand ambassador post about company’sproduct. Users of social media prefer company operate theirsocial media account official of Instagram and Pinterest, butthe impact of brand generated content from these social mediais smaller than user generated content [17]. So, it is reasonablewhy bio, endorsement, and hashtag not significantly affectingcustomer purchase intention.

V. CONCLUSION

A. Research Implication

This study has found several implications for start-up culinaryowners in order to improve their Instagram accountperformance, as follows:

The competition in culinary industry is hard. Theowners of start-up must be always up to date to newstrategy for winning in the competition. The fact is,


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many research has found that Internet is a media formarketing. As new era of Internet marketing, thecompany updated to having social media especiallynowadays Instagram as marketing media tools to keepin touch with its potential and loyal customers.

The trend of marketing always changes, nowadays theInstagram gives start-up company chance to marketingits product by online for free. The existence ofInstagram as marketing media is becomes opportunityto start-up to communicate its product globally. Asusers of Instagram, start-up culinary must be able toimprove their content. The research have found that themost effecting content toward customer is repost, andthen followed by caption and product’s visual. This canbe references for creating content refers to the findingof this research which leads to better performance oftheir Instagram which is the increasing of customerpurchase intention for their products.

There some limitations within this research. Firstly, theresearch only focusing on Instagram users, along withthe trend of social media and the most active socialmedia account by Kisse Cookies. Secondly, theresearch is only conducted in one industry, which isculinary industry. Third, the research is not consideredgender opinion, assumed that man and female has sameopinion about variable asking. Fourth, the research notconsider difference age, means that every single personhas the same opinion about content Instagram toinfluence their purchase intention.

For further research, researcher should consider otherplatform of social media that might be affecting customerpurchase intention. Secondly, the research should conduct notin one industry, but comparing one industry with otherindustry to get more objective result. Next, researcher shouldconsider the difference opinion and preference of male andfemale. And the last, researcher for further research shouldconsider about difference age where the research compareopinion from respondent from different age.

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